What to Expect When Starting your Investor Targeted SEO Campaign

 

You’re in it for the long run 

Investor targeted SEO focuses on growing visibility in organic (non-paid) search engine results which means it is a long term marketing strategy. There are a ton of variables at play here including many activities that are done on the website and off the website to help it rank. There is also a lot of time to prep the campaign before it starts, like keyword research and a thorough site audit to find areas of improvement.

 

Why should you care?

  • Search engines are the primary method of navigation for most Internet users
  • Provides targeted traffic
  • SEO isn’t just about building search engine-friendly websites. It’s about making your site better for people too.

 

The goal of SEO:

  • Improve rankings
  • Drive traffic
  • Increase awareness in search engines
  • The right SEO can net you thousands of investors and increased attention.
  • The wrong moves can hide or bury your site deep in the search results where visibility is minimal.
  • SEO helps the engines figure out what each page is about, and how it may be useful for users.

 

How it works:

It’s not enough to build an amazing website and then hope investors find it. What you must do is include elements in the website design that capture the attention of search engines.  That’s where your SEO efforts come into play.

  • Learn which pertinent keywords to include.
  • Create content that is relevant and meaningful.
  • Get the attention of search engines.

 

SEO works similarly to a fitness routine. Setting a clear goal is crucial to the plan. We know that it’s going to take time and effort to achieve optimal results. So we consult with our trainer and physician to make sure there are no constraints and if are that they are addressed and that we devise a plan for success. Then we start hitting the gym and following the plan consistently. This is similar to SEO. We consult with our SEO specialist and have them go through our website to make sure it is ready to implement the plan which needs to be followed on a consistent basis. If we do just one blog here and there or build one offsite article here and there, it isn’t going to do much for the campaign. Just like if we go to the gym once a month, it isn’t going to do much for our health.

 

 You get what you put in

Strategy heavily relies on the amount of effort put into the campaign. A business with a single marketing manager trying to juggle a handful of SEO tasks on top of his/her other responsibilities simply isn’t going to see the same level of results as a large firm that can afford to hire a full-time team of search engine optimizers. At Hilton Advisory, oftentimes new prospects come to us with this pain point; they just have too much work for such a small team and don’t want to increase their overhead expense.

 

If you’re going to stick with a small team in-house, adjust your expectations accordingly. There is so much that goes into an SEO campaign so if you have one person doing it all, actually, just don’t do that. You’ll set yourself up for failure, or at least be setting yourself up for a significant amount of added stress.

 

If you still decide to go with one person consider this:

    • Prioritize your key channels for optimization
    • It would be virtually impossible to:
      • Actively manage a community on every social media platform
      • Build inbound links
      • Analyze and make technical changes on the website’s backend
      • Write a new blog post every day

 

Health Check 

It’s important to reevaluate your campaign. Since SEO takes time, evaluating at quarterly milestones could provide significant data as to whether or not the campaign is achieving its stated goal.

It should be expected to change expectations throughout the lifecycle of the campaign. You must, however, allow time for your SEO efforts to take effect, which is why it is suggested to evaluate on a quarterly basis. Competitors change, industry standards change, algorithm changes, investor’s needs change.

Here are milestones to expect:

One month

  • Putting together the pieces for the campaign
    • Setting up analytics and search console if not done already
    • Integrating analytics script on the site
    • Setting goals in analytics
    • Optimizing the website for investor conversions
    • Phone tracking
    • Web-to-lead contact forms
    • Thank you pages
    • Site aesthetics
    • Optimizing the website with target keywords
    • Researching topics for high-quality content
    • Do you have duplicate content on your site that needs to be rewritten?
    • Establish baselines, for example, current traffic to the site and cost per lead and notating that in a tool like Google Sheets
    • If a local SEO campaign, making sure to claim local directory listings and making them all consistent is important Just like the website, these listings should also be updated frequently. Google wants to see them “alive” just like the website.
    • Some measures, such as blog comments and social shares, can give you a sneak preview of how people are responding to your content, but they won’t give you any major insights.

 

Three months

  • Checking out your analytics data—here, you’ll be able to see exactly how much your traffic has grown. Don’t be shocked if the increases are slight, especially if you’re working with a limited team or budget, but the composition of your traffic should be starting to change.
  • Look for organic and social visitors, and visits to deeper pages of your site, such as an individual blog.
  • Start evaluating the effectiveness of your content strategy. If you notice that one group of subjects is getting significantly more attention than another already, it might be worth making an adjustment.
  • For conversion tracking, review number of phone calls and web-to-lead forms if phone tracking and lead tracking have been set up. This will provide a good indicator if the SEO is bringing traffic to the site and resulting in a phone or email conversion.
  • It’s up to you to evaluate if the lead is qualified, meaning are they doing what you want them to do? If they’re not, it may be a good time to reevaluate your target keywords, the keywords your website is ranking for.
  • If there are a lot of visitors to the site, however, no one is calling, this could mean a number of things from:
    • Maybe they didn’t like the website
    • Maybe the site took too long to load
    • If there’s a high bounce rate, maybe you’re receiving referrer spam or again, the user did not like the site once they got there or it wasn’t what they were looking for. Referrer spam (also known as referral spam, log spam or referrer bombing) is a kind of spamdexing (spamming aimed at search engines). The technique involves making repeated web site requests using a fake referrer URL to the site the spammer wishes to advertise.

 

Six months

  • Rinse and repeat evaluation from month 3. This should give a much better insight into whether the campaign is working or not
  • It is also important to keep up with algorithm changes
    • Panda – Content quality
    • Penguin – Links
    • Pigeon – Local

 

One year

  • Should be engaging with audience at this point
  • Is your content strategy appealing to your audience? This helps build credibility with the search engines. People who like content will link to your content and share your content
  • Can start tracking month over month and year over year growth and sustainability
  • Keep in mind if your campaign’s performance based on seasonality
  • All of this data has been tracked in analytics and can help determine goals moving forward

 

Setting realistic expectations for your investor targeted SEO campaign can help you remain patient as your long-term strategy begins to take form. Unfortunately, you won’t have much control or insight into your progress in the first few months, but after several months of due diligence, you’ll not only be able to see sprouts of your progress, you’ll also be able to form the insights you need in order to adjust and rebuild your campaign moving forward.

 

Measuring ROI

For some, calculating ROI for SEO campaigns can be challenging – This video can help simplify the process and can be found at https://www.quicksprout.com/university/how-to-calculate-roi-for-an-seo-campaign/

 

 

SEO helps prospective investors easily find information about your product or service, moving them through the buying cycle.

Awareness – Finds website and becomes aware of the product or service

Research – Refines search, seeks out more information

Preference – Searches for information to confirm final choice

Purchase – Decision made, converts to actual investors

Loyalty/Advocacy – Returns for additional products/services, suggest them to others

 

In Summary

Determining what program is well-suited to fit your objectives can be a difficult task. There are a lot of variables to take into consideration when choosing an SEO provider and managing your expectations for your campaigns. I hope that this information will help you make better-informed decisions as you go through your journey in determining what is best for you. Please keep in mind that this is just a high-level overview and there is so much more information out there. Simple Internet research can help you, and you can also subscribe to our newsletter to keep up to date on our latest blogs, ebooks, and other content to help you make informed decisions about your investor marketing strategy.